What’s new in artificial intelligence?

In our previous piece on artificial intelligence, we talked about targeting, data processing, and ad buying. And it’s still true that AI is useful for all of those things. In fact, it’s getting better at them. But as we begin a new year and a new decade, it’s important to think about the future of AI. New advancements are made every day, and it is our job to figure out how to use them in innovative ways.

The value of AI is automation

AI is capable of automating everything about the ad buying, analyzing, and targeting process. If you need to analyze and execute interactions in real-time, target new audiences, and personalize messages, AI can make the process easier, faster, and more accurate. Approximately 96% of brands that are already implementing and performing with AI believe it makes their team more efficient.

In the coming year, we will most likely see AI being commonly used to not only segment and target audiences, but profile customers based on their online behavior. This will allow for improvement and personalization in customer service and better customer retention. Chatbots and email marketing executed by AI will be used to deliver tailored messages to consumers. To some extent, many companies already use AI for these, but systems will become more advanced and more accessible. Artificial intelligence is also convenient for creating data-driven content strategies, something with which humans often struggle.

Soon, you won’t only be getting emails when you’ve left something in your cart; these emails will become even more tailored to your online behavior. Looking at food content on Instagram? Cue a Seamless email. Searching for workouts on Pinterest? Expect a promotional text from that gym you tried out once. All of the marketing you consume daily will become more and more tailored to you.

Alexa, how do I make chocolate chip cookies?

Artificial intelligence is crucial for one of the fastest-growing segments of marketing: voice search. AI is the foundation of voice technology, and it is getting more advanced every day. Voice-enabled devices are capable of much more than searching, but that is an important aspect of how they can be used for marketing. The value of these devices is that they can answer questions. The key to successful voice marketing is being the answer.

Create content that is likely to answer a potential question from a user, and tailor SEO to more natural language that someone might use with a voice-enabled device. Rather than searching for “chocolate chip cookie recipe” as they might on a computer or mobile device, a user is more likely to say, “How do I bake chocolate chip cookies?”

Advancements in AI may have far-reaching effects

AI is expected to improve dramatically at understanding and generating speech and writing, and image recognition. From a marketing perspective, it will be useful for writing drafts of marketing copy, commercial scripts, news articles, and blog posts. AI will also help with more accurate image searches and video creation.

On the other hand, there is some concern that this technology may be used to mass-produce fake news, alter video footage, or spam that can fool spam-blocking technology. For this reason, companies are likely to begin focusing on the ethical use and regulation of AI within the next few years.

Artificial intelligence is a complicated development in technology and has a lot of issues to consider. Speaking strictly about marketing, it’s the most significant advancement that will happen to this industry since the invention of the printing press. If you’re not sure how to incorporate AI into your business, email hello@copyandartny.comor call (914) 607-7888. We’ve done the research for you.

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